Since half of organic traffic comes from mobile devices, you should care about Accelerated Mobile Pages (AMP), an open-source project supported by Google, Facebook, Twitter, and available for blogs hosted on WordPress, upon installation of third-party plugins. AMP is a type of HTML, optimized for mobile web browsing, using special code.
A problem with mobile advertising, whether display or video, has been the long loading times of the websites that also affects the loading times of the ads. It limited users mobile surfing experience and lead to less acceptance and more ad blocks on mobile devices.
If with the AMP not only the websites, but also the advertising media loads now faster, this leads not only to a better performance, but also helps to ensure that mobile advertising experiences a better user acceptance. So, it is no exaggeration to say that AMP ads have the potential to revolutionize digital advertising. In doing so, AMP-enabled ads are not only interesting for publishers and marketers, but also for creatives, be it regarding formats or creative design.
However, the requirement for AMP-enabled ads is that each mobile advertising medium is designed as an HTML5 ad, or as a native ad, since this is the only way to display advertisements in the AMP environment. To facilitate the change, there are already different HTML5 builders available. These tools allow creators and designers, as in Flash, to create timeline-controlled advertising media without programming and to test them extensively. This considerably reduces the technical, temporal and personnel costs and optimizes the development of AMP-compatible advertising media significantly.
AMP ads allow more than just the pure adaptation of a desktop advertising medium. New features, such as the integration of location-based marketing, click-to-call, or sensor-optimized ads offer a completely new, playful and almost haptic approach to the advertised products, opening the door to a variety of innovative advertising concepts.
An important prerequisite must be kept in mind in the delivery: All parties involved in the adserving chain must be SSL-enabled (including all redirects). It is therefore necessary to ensure that all systems involved deliver the advertising medium in encrypted form. Eventually, there is an outstandingly performing advertising material presented on an extremely fast AMP website.
Established formats based on HTML5 (display, native, rich media and video), a secure delivery via SSL, and higher loading speeds ensure optimized advertising products that have the potential to develop classic digital advertising in a forward-looking direction. I really love that some revolutions can be so simple!
By Daniela La Marca